Oliver Brockschmidt
Title
Dr.
Last Name
Brockschmidt
First name
Oliver
Email
oliver.brockschmidt@unisg.ch
5 results
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Item type:Publication, Are we a good match? The (in)congruence of brand personality and perceived brand sustainability(2025-07-03); ; ; Brands are important in transitioning consumer habits and, consequently, making our society a more sustainable one. Sustainability has become an important consideration when consumers and other stakeholders award their votes (e.g., through consumption and employment) to brands. However, brands may experience difficulties when implementing new features, such as sustainability, into their brand image. Brand incongruence can emerge when new information deviates from consumers' expectations. How sustainability may lead to such incongruence is the focus of this study, which investigates the potential (in)congruence of sustainability for brands based on the concept of brand personality. The results of the quantitative survey (n=11,110) illustrate that all five brand personalities (sincerity, excitement, competence, sophistication, and ruggedness) have the potential to embed sustainability into their brand image. The findings of this study lay the groundwork for further research on the critical issue of sustainability and branding and may encourage brand leaders to embed sustainability into brand strategies without fear of brand incongruence.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Interessiert sich dein Kunde überhaupt für Nachhaltigkeit? Eine Frage des Milieus. Effektiveres Nachhaltigkeitsmarketing durch wertebasierte Kundensegmentierung(Springer VS, 2023-11-28); ; ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Brand Sustainability Transformations in CO2 intensive industries(2024-09-25)A sustainable brand positioning cannot be achieved without appropriate brand sustainability efforts. This is especially true for CO2-intensive industries requiring holistic brand transformations. How transformations can be successfully managed is discussed at a conference based on the findings of this study.Type:conference keynote - Some of the metrics are blocked by yourconsent settings
Item type:Publication, SCOPES Sustainability Report 2023 - Swiss Consumer Perception of Sustainability(2023-08-22); ; ; ; PublicisThe SCOPES report provides an overview of the current landscape of sustainability communication in Switzerland, revealing that it often oscillates between excessive and inadequate communication. The report explores the viewpoints of consumers and companies, followed by a summary that includes recommendations on avoiding pitfalls and effectively managing challenges in sustainability communication.Type:work report - Some of the metrics are blocked by yourconsent settings
Item type:Publication, SCOPES Sustainability Report 2023 - Swiss Consumer Perception of Sustainaibility(2023-10-24); ; ; ; PublicisThe SCOPES report first provides an overview of the current landscape of sustainability communication in Switzerland, revealing that it often oscillates between excessive and inadequate communication. The report explores the viewpoints of consumers and companies. It includes a summary with recommendations on how to avoide pitfalls and how to effectively manage challenges in sustainability communication.Type:work report